How to attract customers with facebook
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HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK1
wwwHubspotcom
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ATTRACT CUSTOMERS WITH FACEBOOK
How to
A Guide to optimizing Your Facebook Presence for More Leads and Sales
A publication of
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK2
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Introductory content is for marketers who are new to the subject
this content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals Read our introductory ebook ldquoHow to Use Facebook
for Businessrdquo
INTRODUCTORY
IS THIS BOOK RIGHT FOR MENot quite sure if this ebook is right for you See the below description to determine if
your level matches the content you are about to read
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic this content typically covers the fundamentals
and moves on to reveal more complex functions and examples
Check out our intermediate ebook on the New Facebook timelines
INTERMEDIATE
Advanced content is for marketers who are or want to be experts
on the subject In it we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject After reading it you will feel ready not only
to execute strategies and tactics but also to teach others how to
be successful
ADVANCED This ebook
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK3
wwwHubspotcom
share this Ebook
brings your whole marketing world to-gether in one powerful integrated system
HUBSPotrsquoS ALL-IN-oNe MARketING SoFtwARe
Get Found Help prospects find you online Convert Nurture your leads and drive conversions Analyze Measure and improve your marketing Plus more apps and integrations
LeAdGeNeRAtIoN
UBLoGGING amp
SoCIAL MedIA
q
eMAIL amp AUtoMAtIoN
MSeARCH
oPtIMIzAtIoN
s
MARketINGANALYtICS
YLeAd
MANAGeMeNt
gRequest A demo Video overview
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK4
wwwHubspotcom
share this Ebook
HOW TO ATTRACT CUSTOMERS WITH FACEBOOK
By Amanda Sibley
Amanda Sibley is a member of the paid
marketing team at HubSpot She helps create
and manage paid advertisements and external
vendors to help generate leads across various
platforms Amanda is also a regular contributor
to the HubSpot blog where she writes about
various topics across inbound marketing
FOLLOW ME ON TWITTER AMANDASIBLEY
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK5
wwwHubspotcom
share this Ebook
CONTENTS
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK 7
SEGMENTATION IN FACEBOOK ADVERTISING 12
HOW TO IMPLEMENT YOUR PLAN 21
ANALYTICS AND POST-CLICK OPTIMIzATION 28
CONCLUSION amp ADDITIONAL RESOURCES 34
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
wwwHubspotcom
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You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
wwwHubspotcom
share this Ebook
CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
wwwHubspotcom
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Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
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So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
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In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
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CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
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g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
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on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
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Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
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Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
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there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
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In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
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EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
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BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
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RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
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LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
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often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
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After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
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TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
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Introductory content is for marketers who are new to the subject
this content typically includes step-by-step instructions on how
to get started with this aspect of inbound marketing and learn its
fundamentals Read our introductory ebook ldquoHow to Use Facebook
for Businessrdquo
INTRODUCTORY
IS THIS BOOK RIGHT FOR MENot quite sure if this ebook is right for you See the below description to determine if
your level matches the content you are about to read
Intermediate content is for marketers who are familiar with the
subject but have only basic experience in executing strategies and
tactics on the topic this content typically covers the fundamentals
and moves on to reveal more complex functions and examples
Check out our intermediate ebook on the New Facebook timelines
INTERMEDIATE
Advanced content is for marketers who are or want to be experts
on the subject In it we walk you through advanced features of
this aspect of inbound marketing and help you develop complete
mastery of the subject After reading it you will feel ready not only
to execute strategies and tactics but also to teach others how to
be successful
ADVANCED This ebook
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK3
wwwHubspotcom
share this Ebook
brings your whole marketing world to-gether in one powerful integrated system
HUBSPotrsquoS ALL-IN-oNe MARketING SoFtwARe
Get Found Help prospects find you online Convert Nurture your leads and drive conversions Analyze Measure and improve your marketing Plus more apps and integrations
LeAdGeNeRAtIoN
UBLoGGING amp
SoCIAL MedIA
q
eMAIL amp AUtoMAtIoN
MSeARCH
oPtIMIzAtIoN
s
MARketINGANALYtICS
YLeAd
MANAGeMeNt
gRequest A demo Video overview
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK4
wwwHubspotcom
share this Ebook
HOW TO ATTRACT CUSTOMERS WITH FACEBOOK
By Amanda Sibley
Amanda Sibley is a member of the paid
marketing team at HubSpot She helps create
and manage paid advertisements and external
vendors to help generate leads across various
platforms Amanda is also a regular contributor
to the HubSpot blog where she writes about
various topics across inbound marketing
FOLLOW ME ON TWITTER AMANDASIBLEY
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK5
wwwHubspotcom
share this Ebook
CONTENTS
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK 7
SEGMENTATION IN FACEBOOK ADVERTISING 12
HOW TO IMPLEMENT YOUR PLAN 21
ANALYTICS AND POST-CLICK OPTIMIzATION 28
CONCLUSION amp ADDITIONAL RESOURCES 34
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
wwwHubspotcom
share this Ebook
You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
wwwHubspotcom
share this Ebook
CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
wwwHubspotcom
share this Ebook
Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
wwwHubspotcom
share this Ebook
So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
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In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
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EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
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BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
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RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
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LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
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often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
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After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
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TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
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brings your whole marketing world to-gether in one powerful integrated system
HUBSPotrsquoS ALL-IN-oNe MARketING SoFtwARe
Get Found Help prospects find you online Convert Nurture your leads and drive conversions Analyze Measure and improve your marketing Plus more apps and integrations
LeAdGeNeRAtIoN
UBLoGGING amp
SoCIAL MedIA
q
eMAIL amp AUtoMAtIoN
MSeARCH
oPtIMIzAtIoN
s
MARketINGANALYtICS
YLeAd
MANAGeMeNt
gRequest A demo Video overview
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HOW TO ATTRACT CUSTOMERS WITH FACEBOOK
By Amanda Sibley
Amanda Sibley is a member of the paid
marketing team at HubSpot She helps create
and manage paid advertisements and external
vendors to help generate leads across various
platforms Amanda is also a regular contributor
to the HubSpot blog where she writes about
various topics across inbound marketing
FOLLOW ME ON TWITTER AMANDASIBLEY
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK5
wwwHubspotcom
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CONTENTS
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK 7
SEGMENTATION IN FACEBOOK ADVERTISING 12
HOW TO IMPLEMENT YOUR PLAN 21
ANALYTICS AND POST-CLICK OPTIMIzATION 28
CONCLUSION amp ADDITIONAL RESOURCES 34
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
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You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
wwwHubspotcom
share this Ebook
CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
wwwHubspotcom
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Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
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GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
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So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
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share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
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LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
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often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
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After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
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share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK4
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HOW TO ATTRACT CUSTOMERS WITH FACEBOOK
By Amanda Sibley
Amanda Sibley is a member of the paid
marketing team at HubSpot She helps create
and manage paid advertisements and external
vendors to help generate leads across various
platforms Amanda is also a regular contributor
to the HubSpot blog where she writes about
various topics across inbound marketing
FOLLOW ME ON TWITTER AMANDASIBLEY
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK5
wwwHubspotcom
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CONTENTS
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK 7
SEGMENTATION IN FACEBOOK ADVERTISING 12
HOW TO IMPLEMENT YOUR PLAN 21
ANALYTICS AND POST-CLICK OPTIMIzATION 28
CONCLUSION amp ADDITIONAL RESOURCES 34
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
wwwHubspotcom
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You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
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CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
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Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
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GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
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So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
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In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
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CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
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g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
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on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
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Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
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Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
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there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK5
wwwHubspotcom
share this Ebook
CONTENTS
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK 7
SEGMENTATION IN FACEBOOK ADVERTISING 12
HOW TO IMPLEMENT YOUR PLAN 21
ANALYTICS AND POST-CLICK OPTIMIzATION 28
CONCLUSION amp ADDITIONAL RESOURCES 34
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
wwwHubspotcom
share this Ebook
You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
wwwHubspotcom
share this Ebook
CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
wwwHubspotcom
share this Ebook
Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
wwwHubspotcom
share this Ebook
So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
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CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
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Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
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Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
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there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
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In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
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BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
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RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK6
wwwHubspotcom
share this Ebook
You are most likely already using Facebook for social media marketing After
all according to BlogHer 93 of adults in the United States are on Facebook
so itrsquos a safe bet that your current and potential customers are also spending
time on this network
the question is whether you are using Facebook to the fullest of its potential
for lead generation Facebook can help you generate qualified leads that are
already interested in your product or service After you read this ebook you will
be ready to convert your fans into warm leads Letrsquos get started
Gof adults in the United States are on Facebook
93x
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK7
wwwHubspotcom
share this Ebook
CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
wwwHubspotcom
share this Ebook
Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
wwwHubspotcom
share this Ebook
So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
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BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
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RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
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LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
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often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
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After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
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TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
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CHAPTER 1
WHAT YOU NEED TO DO BEFORE LOGGING INTO FACEBOOK
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
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Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
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So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
share this Ebook
Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
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share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
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often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
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After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
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TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK8
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Why should I spend so much time planning my Facebook strategyldquo
rdquoBefore launching a Facebook lead
generation campaign set up a plan
based on your specific goal This plan
will not only help you organize your
efforts in order to be most efficient but
will also turn into a useful reference in
the future when you want to see if your
goals were reached
At HubSpot for instance we use our
marketing software to look at important analytics such as leads and
customers the HubSpot marketing analytics enable us to see how many of
our leads came from a specific source and how they were distributed across
various campaigns So when exploring the power of Facebook we delve into
the number of leads we generate from that channel
n
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GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
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So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
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In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
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CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
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share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
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on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
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Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
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Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
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there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
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In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK9
wwwHubspotcom
share this Ebook
GET MORE FANS
Increasing the reach of your page by expanding your
fanbase is critical for business success on Facebook
the more people who lsquolikersquo your page the bigger your
reach across their network of friends You may have
1000 fans but they each have hundreds of friends
who can see the content they interact with (Note the average number of friends on
Facebook per person is 229 according to Pew Research)
GET LOTS OF LEADS
Increasing the number of your Facebook fans isnrsquot enough to drive business results
You will need to convert these followers into leads by sending them to your landing
pages where you can gather their contact information You can achieve that by promot-
ing popular offers and tailoring ads to specific segments of your audience If you are
interested in a smaller set of more qualified leads for your product or service you can
adjust your ad settings to find this subset of people
GET NEW CUSTOMERS
Leads are not the same as customers though only a small percentage from your en-
tire pool of Facebook leads will become customers Itrsquos your job to identify that group of
people with the right marketing analytics and recreate their conversion path
wMy Goal is to
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
wwwHubspotcom
share this Ebook
So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
share this Ebook
Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
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In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
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HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
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BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
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share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
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ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
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LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK10
wwwHubspotcom
share this Ebook
So you know what you want to accomplish Now itrsquos time to
make sure you have enough information about--and people
within--your target demographic to do it Because Facebook
is a social network rich with demographic details about
your audience you can easily segment the market to reach
the people that are exactly within your target demographic
Am I targeting the right peoplerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
wwwHubspotcom
share this Ebook
In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
share this Ebook
Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
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STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
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CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
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TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK11
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In Facebook as with any other marketing channel you need to promote content based on your
target buyer persona You donrsquot want to risk attracting the wrong kind of visitor while driving
away high-quality prospects do you
thatrsquos why like publishers inbound marketers must have a detailed picture of their target audi-
ence in order to create optimal content for them the best way to understand your audience is to
build buyer personas Personas are fictional representations of your ideal customers based on
real data about customer demographics and online behavior along with educated speculation
about their personal histories motivations and concerns
You can develop personas following these three steps
SEGMENT BY DEMOGRAPHICS
IDENTIFY THEIR NEEDS
DEVELOP BEHAVIOR-BASED PROFILES
Facebook provides plenty of user information that enables you to find the right target persona
and go after them
Stay Aware of Your Buyer Persona
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CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
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Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
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on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
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Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
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Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
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there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
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By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
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Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
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Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
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Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK12
wwwHubspotcom
share this Ebook
CHAPTER 2
SEGMENTATION IN FACEBOOK ADVERTISING
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
share this Ebook
Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
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Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
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You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK13
wwwHubspotcom
share this Ebook
Facebookrsquos rich advertising platform gives you data and targeting capabili-
ties that remove the guesswork from the persona-building process For
instance you are able to pursue a segment based on some of the key ques-
tions marketers ask
what age is your target audience Gender Race Language spoken edu-
cation level occupation Geographic location Local businesses can espe-
cially benefit from geotargeting reaching only people that are in their area
and potential customers
If your product or service isnrsquot directed towards a specific demographic seg-
ment Facebook also allows you to segment based on broad and specific
interests
Facebook gives you targeting capabilities that remove the guesswork from the persona-building processrdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK14
wwwHubspotcom
share this Ebook
g
Age Occupation
Education
Gender
Location
Interests can span across a wide
range They can be as broad as defin-
ing the environment or as specific as
environmentally friendly pet products
Define Yourtarget Audience
Interests
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK15
wwwHubspotcom
share this Ebook
on Facebook and all other marketing channels for
that matter segmentation ensures high response
rates as it pairs the right content to the right audience
According to eMarketer the top three segmenting categories used by Facebook marketers
include age used by 55 of Facebook advertisers followed by country and interest
Define Your AudienceYou can use Facebook to determine the size of your
audience does your audience contain 1000 people
or five million Will this number be enough to reach
your end goal 390820 people on Facebook lsquolikersquo
environmentally friendly products or sustainability Your
target audience might be larger than you think
Nurture Leads Post Facebook Clickonce you generate new leads on Facebook nurture these contacts with customized com-
munication You can do that using marketing automation that includes behavior-driven
workflows the lead nurturing emails should be designed to match the activity leads took
on your website If they signed up for your annual event for example they should receive a
different type of communication than if they downloaded your whitepaper
Segmentation
UU
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK16
wwwHubspotcom
share this Ebook
Before you decide on your Facebook marketing budget
define what your lead goal from a Facebook campaign is
If you set a budget too high you may be disappointed with
a lower RoI You also donrsquot want to set the budget too low
and spread yourself too thin If you launch 15 campaigns at once each with a budget
of $20 you are not likely to see much activity or many leads generated each day
Clicks or Impressions
depending on the goal you set and the type of campaign you choose to run you can
pay per click to your external landing page or by the number of new lsquolikesrsquo you get on
your page If you choose ldquolike my pagerdquo Facebook will charge you on a CPM (cost per
thousand views) basis you pay based on the number of people that see your ad or
sponsored story If you chose ldquoclick on my ad or sponsored storyrdquo you will be charged
on a CPC (cost per click) basis you pay each time someone clicks on your ad
According to eMarketer the average page lsquolikersquo clickthrough rate is 07 at a cost of
$45 meaning for every 10000 people who see your ad seven will click on it and it
will cost you $45 for each of those seven people
$Budget
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK17
wwwHubspotcom
share this Ebook
Knowing the best timing to push your ads and content on your page can significantly
increase your success with Facebook marketing Is there a best time of the day or day
of the week to publish updates our Science of timing research shows that week-
ends are best for Facebook sharing However you should experiment with different
times and days and monitor performance in your analytics to spot the highest en-
gagement times for your company
think like your customers and you are sure to have better results targeting prospects
in a different time zone ensure your ads are most prevalent during their open hours
t
Timing amp Frequency
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK18
wwwHubspotcom
share this Ebook
there is nothing more annoying than clicking on an ad on a mobile device only to be
redirected to a page that is full of empty boxes and unorganized sentences Accord-
ing to Gomez 74 of people using smartphones or tablets to browse the internet will
wait only five seconds for a web page to load on their mobile device before abandon-
ing the site Additionally 74 of smartphone users have made a purchase on their
phone and there are more than 425 million people using Facebook on their mobile
devices so why wouldnrsquot you want to take advantage of mobile marketing
people are using Facebook on their mobile devices
425 million
Catch Them on the Go
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK19
wwwHubspotcom
share this Ebook
By determining the decision process of your potential
customers you can learn how to position your ads to
best target their wants and needs at any given time A
potential customer may go through the following process
ReCoGNItIoN
eVALUAtIoN oF ALteRNAtIVeS deCISIoN
You will want to position yourself as the best alternative for their problem In order to do so
make sure you recognize your customersrsquo problems and needs do some research of how
current customers use your product or service and what problem it is solving for them
What Does Your Customer Really Want
Need
Research
s
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK20
wwwHubspotcom
share this Ebook
In order to understand the needs and preferences of your prospects you need to ask
yourself a few key questions about this target audience
wHAt ARe tHeY tRYING to SoLVe
wHAt ARe tHeY tHINkING
wHAt ACtIoNS ARe tHeY LIkeLY to tAke
wHAt ALteRNAtIVeS ARe tHeY LookING At
wHY wILL YoUR PRodUCtSeRVICe wIN oVeR otHeRS
the best way to gain access to these insights is by looking at your marketing
analytics that show you how existing customers have gone through a purchase deci-
sion In other words you need to delve into behavioral data that shows your custom-
ersrsquo browsing history clicks downloads etc that will guide to to their precise inter-
ests and trajectory of actions on your website
2
2
2
2
2
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK21
wwwHubspotcom
share this Ebook
HOW TO IMPLEMENT YOUR PLAN
CHAPTER 3
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK22
wwwHubspotcom
share this Ebook
Posting awesome marketing content on your Facebook Business Page is the primary
way of driving traffic and leads to your website Just make sure your updates are true
calls-to-action--in other words they each include a link to a landing page for an offer
Post things that your fans
and potential custom-
ers are interested in and
will get the conversation
started think back to the
wants and needs of your
customers that you
determined earlier try to
post content that will solve
their problems and make
them interested in learning
more about your product
or service
Above is an example of a call-to-action HubSpot posted on our Facebook page we are pro-
moting an ebook that was that was recently released and have crafted the language of the
Facebook update to drive urgency
Posting on Your Business Page
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK23
wwwHubspotcom
share this Ebook
EVENTS
Post events you want people to register for You can
also engage with people who register through emails
and posts
NEW PRODUCT INFORMATION
what could be better than reaching all of your fans
about a new product or service you are offering
Just be careful not to post too much about your
product or else your page will become boring and
people will not be interested in staying
ENGAGE WITH USERS
Run contests polls and engage your fans in the
conversation the more they feel connected to your
brand the more likely they are to further research
your productservice and make a purchase More
engagement turns into lead generation as people
What Can I Post
i
U
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK24
wwwHubspotcom
share this Ebook
BLOG POSTS
Post your blog posts on your
Facebook page How does this
generate leads ensure that your
blog posts include calls-to-action
If a fan is truly interested they will
click on the CtA in the blog post
OFFERS
You should post lead gen-
eration content directly to
your Facebook page this
will drive customers to
your landing pages thus
generating leads
CHAT WITH FANS
keep in contact with you fans
Respond to questions and ask
for feedback thank them donrsquot
ignore negative comments but ad-
dress them
ExTERNAL CONTENT
Post industry news funny
content and visually appealing
posts to keep a healthy bal-
ance on your Facebook page
and keep engagement high
More Post Ideas
AA
A
A
YOURFACEBOOK
PAGE
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK25
wwwHubspotcom
share this Ebook
Now that you have an awesome organic presence on Facebook lets supplement your strat-
egy with paid advertising on Facebook there are two ways to use Facebook for advertis-
ing sponsored stories and ads
SPONSORED STORIES
Sponsored stories allow advertisers to reach people that are friends of those who
interact with your page through sponsored posts If a friend of yours shares a link to
a company paying for a sponsored story the post will show up in your newsfeed more
frequently as a sponsored post and as an advertisement on the side of your page
why are Sponsored Stories a good investment Because of Facebookrsquos edgeRank
algorithm organic posts on your page will only reach 16 of your fansrsquo news feeds
Sponsored stories are designed to show up in more news feeds and will show up in
the news feeds of the friends of your fans when a fan interacts with your post
ADS
Advertisements are great for targeting people with specific interests Using a combination
of both ads and sponsored stories will help you best utilize your Facebook budget
Adding Facebook Ads to the Mix
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK26
wwwHubspotcom
share this Ebook
STEP ONE IDENTIFY AN OFFER
decide where you want to send your potential customers af-
ter they click on your ad do you want to promote an event an
offer or your Facebook page
STEP TWO DEFINE YOUR TARGETING
enter the information about the audience demographic you
decided to target including age location interests that theyrsquove
identified on Facebook and gender
STEP THREE DEFINE REACH
decide if you want your ad to be visible to anyone friends of your fans or just your
current fans depending on your end goal each of these options is possible If you
are looking to reach current fans with a new offer targeting people already connect-
ed to your brand would be ideal If you want to reach people who are not yet fans
either targeting anyone or friends of fans would both work for your campaign
Creating an Ad or Sponsored Story
s
Z
f
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK27
wwwHubspotcom
share this Ebook
RELEVANCE
An ad for hospital equipment will not do well if the target seg-
ment is ldquomechanical engineersrdquo knowing the likes and interests
of your target demographic and utilizing that information will go a
long way in your Facebook campaign
VALUE
what value are you providing for the customer Is it a 20 cou-
pon the BeSt chocolate chip cookies in all of Chicago Make
the value you offer clear and to the point
CALL-TO-ACTION
without a call-to-action you wonrsquot generate leads If downloading
your offer on a landing page is your goal your CTA should reflect
this If you want likes or fans tell people to like your page in the
ad
ATTENTION-GRABBING
Use an awesome visual to attract fans to your ad or ad copy that
pulls the reader in You want this image to be a positive distrac-
tion for the viewer to pull them in not annoy them Remember
competition is high so set yourself apart
Crafting Your Ad Copy
o
S
A
E
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK28
wwwHubspotcom
share this Ebook
ANALYTICS AND POST-CLICK OPTIMIzATION
CHAPTER 4
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK29
wwwHubspotcom
share this Ebook
Facebook ads manager will show you how much you spent each day clicks per day
and what your reach is out of your total targeted market Here are the terms Face-
book users in their Ads Manager to track your success
CAMPAIGN REACH
How many people have seen your ad
FREqUENCY
the number of times each person saw your ad or Sponsored Story either in their
newsfeed or on the sidebar of their profile
SOCIAL REACH
How many friends of your fans have seen a sponsored story this will only be visible if
you are targeting friends of friends in Sponsored Stories
CLICKS
the number of people who clicked on your ad that either went to your page external
page or event
ACTIONS
this is the number of actions taken by people within 24 hours after seeing your ad
this appears if you are promoting an app event or page
Facebook Ad Manager Glossary
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK30
wwwHubspotcom
share this Ebook
Facebook metrics give you a comprehensive look at how many people saw your ads and
clicked on them -- but what happens after they click do they read your post love it and
become a lead for your business or do they click on the next ad they see never to bother
downloading your content
HubSpotrsquos software allows you to track where your leads came from right down to the ad
variation this way we know exactly which ads are providing us with the most leads to do
this we use a unique tracking URL for each ad allowing us to look back later at the perfor-
mance of each ad variation
when you start using the HubSpot software you can also install our Facebook Analytics
app which brings together analytics from HubSpot and Facebook to provide key RoI met-
rics like cost per lead or cost per customer through a focused simple interface
What Happens After the Click
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK31
wwwHubspotcom
share this Ebook
You also want to know if the attracted leads
are marketing qualified How would you en-
sure that Here are a few suggestions
PROMOTE A MIx OF OFFERS
Naturally you can promote more product-centric offers on Facebook that attract leads who
who are more qualified as potential customers These offers wonrsquot get you huge visibility or
engagement so you need to maintain a good balance between infotainment type of con-
tent and more product-related posts
qUALIFY THROUGH KEY FORM qUESTIONS
optimize your landing pages to educate the incoming visitors and ask a series of important
qualifying questions on the download form
MONITOR ANALYTICS CLOSELY
Finally use closed-loop analytics to track which of these leads became customers that is
the most data-driven way of proving that your efforts on Facebook are paying off
How to qualify Facebook Leads
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK32
wwwHubspotcom
share this Ebook
LANDING PAGES
Make sure the landing page a user will be directed to after clicking on
your ad is optimized If your ad says you will get 50 off sneakers but
the link directs visitors to the homepage of your store instead of the spe-
cific offer your potential customer will be confused and most likely will
leave ensure your ad and landing page a clearly aligned
CUSTOMER SERVICE
Customer service is one of the top ways to build customer loyalty Let
your sales team know what your Facebook ads are all about so they
can be prepared when people inquire about your offer when ads are
launched make sure you have plenty of people available to answer
questions so that potential customers donrsquot need to wait too long
BE STRATEGIC
Your Facebook presence should not be an afterthought but a strategic part
of a holistic plan to increase lead generation If done correctly Facebook
can be a great source for marketing qualified leads who already know a lot
about your product or service Think about how this channel fits with the rest
of your marketing channels like blogging and email marketing
Post-click Optimization
F
x
Q
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK33
wwwHubspotcom
share this Ebook
often times you will notice that your ads are
not doing as well as you would want them to
perform How do you know what to change
about them so that they get you better results
try conducting some AB tests
AB testing also knows as split
testing is the method of testing
one variable at a time to identify
what version performs better
Some AB tests that marketers
run often involve changing the
copy images and timing of the
ad donrsquot forget that you can also
test different audiences as well as
your offers and landing pages
In fact the HubSpot software makes it very easy to conduct AB tests with your land-
ing pages and calls-to-action That is why we are always running tests to find the opti-
mal campaign variations for every piece of content we promote
AB (Split) Testing
P
CONSIDER TESTING
tW
gF
IMAGES
COPY
TIMING
SEGMENTSLANDING PAGES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK34
wwwHubspotcom
share this Ebook
CONCLUSION amp ADDITIONAL RESOURCES
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK35
wwwHubspotcom
share this Ebook
After having read this ebook you should feel confident that you can launch a suc-
cessful Facebook marketing campaign By utilizing both organic and paid resources
you can turn Facebook into a great lead generating source Always be sure to set
up your goals and plan of action before taking part in any new campaign and keep
those goals in mind throughout
keep track of your success using reliable marketing analytics If you are not seeing
the results you were looking for make changes and try new ideas the posting pos-
sibilities seem endless on Facebook so vary the content you post Above all make
your business page a community fans want to be a part of
Take what you learned here and adjust it to best fit the needs of your business mod-
el and the wants of your audience they are after all potential customers
Good luck
By utilizing both organic and paid resources you can turn Facebook into a great lead generating sourcerdquoldquo
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
HOW TO ATTRACT CUSTOMERS WiTH FACEBOOK36
wwwHubspotcom
share this Ebook
TRACK YOUR SUCCESSWITH FACEBOOKwant to see how successful your Facebook marketing campaign is Sign up for a 30-day free trial of HubSpot and get access to insightful marketing analytics
- What You Need to do before logging into facebook
- segmentation in facebook advertising
- how to implement your plan
- Analytics and Post-Click Optimization
- conclusion amp additional resources
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